Michelin Man Gets More 'Socially Responsible' in New Ads

Michelin Man Gets More ‘Socially Responsible’ in New Ads

Michelin North America is launching a new, “multi-tier” marketing campaign in television, radio, print and online media. The company’s “A Better Way Forward” slogan will be featured on an interactive website (http://www.michelinman.com/forward), as well as in a 30-second TV spot called “Workshop,” and a new print ad called “Flex,” which will emphasize the strength and endurance of Michelin tires. In the new ads, Bibendum – otherwise known as the Michelin Man – has become “a modern, socially responsible icon,” said Michelin.

From Tire Review

Michelin North America is launching a new, “multi-tier” marketing campaign in television, radio, print and online media.

The company’s “A Better Way Forward” slogan will be featured on an interactive website (http://www.michelinman.com/forward), as well as in a 30-second TV spot called “Workshop,” and a new print ad called “Flex,” which will emphasize the strength and endurance of Michelin tires.

In the new ads, Bibendum – otherwise known as the Michelin Man – has become “a modern, socially responsible icon,” said Michelin.

For example, a 1905 advertisement depicts the Michelin Man with cigar to lips in a French wrestling-style leopard loincloth. Now, a smoke-free, slimmed-down Michelin Man enhances roads and parks as alternatives to sending scrap tires to landfills. He is shown in the new TV commercial installing recycled rubber material in a children’s playground.

"The Better Way Forward campaign aims to articulate our focus and dedication to the environment, building on our heritage of safety and ensuring our products lead in quality and performance," said Parmeet Grover, Michelin brand director.

The campaign began last month and runs throughout the year.